Meesho (C): Empowering India's Women Entrepreneurs

Meesho is a three-part case that highlights the ups and downs, and the twists and turns, of a typical entrepreneurial journey. It follows the experiences and decisions of Vidit Aatrey and Sanjeev Barnwal, two IIT Delhi graduates, as they build their venture - Meesho. The idea that they begin with, morphs substantially as they go through the process of finding a product-market fit. Each time they face a hurdle, they dig deeper into the needs and challenges of their customers, until they arrive at what could potentially be product-market fit. Even then, they struggle to monetize and decide to pivot yet again, in order to unlock the value created by their venture. The case provides rich material to discuss the iterative, non-linear nature of venture building. It reinforces the importance of continuously measuring and responding to metrics.